THRIVE: Helping women in growth to connect, share, learn…and grow!

Earlier this month at MAU Las Vegas, I had the opportunity to officially launch THRIVE, a community dedicated towards connecting and empowering women in growth marketing. This has been an initiative that has been close to my heart for some time now and I’m truly excited to see it come to life.

One of the things that I noticed when we started Singular five years ago was how male dominated the marketing industry was. Most key decision makers at that time in our industry were men and I have to say that as a female founder, I wish that I had more women executives within our industry to consult and collaborate with.

Over the years, I’ve personally witnessed an exciting transformation take place.

Singular COO Susan Kuo speaking at THRIVE

There are more women today in our industry today than ever before. Women are now holding roles as key decision-makers. This is true across our customers and partners, some of which are among the largest F500 companies in the market.

Women in growth

But there’s still room to grow. And there’s room for women in growth to help each other to achieve their goals. Don’t get me wrong, the gentlemen in our industry are amazing, but there is something inherently different when women in the industry come together. The barriers go away and we just have a great time hanging out with each other. Through these bonds and relationships, we actually end up helping each other out in work and in life.

THRIVE participants making new contacts

That’s why we started THRIVE.

THRIVE is a community that is focused on connecting and empowering women influencers in growth marketing. The goal is to learn from each other’s accomplishments both in and out of the workplace, and — most importantly — to come together and form meaningful friendships.

When we came up with the name THRIVE, it was really important that we chose a word that represents success but also embodied the action of succeeding together. That’s really the objective behind this community: to come together as women in the industry and help each other out through mentorship, knowledge sharing, and succeeding together.

Our first event happened at an exclusive residence at MGM called The Mansion during MAU 2019. The venue was simply amazing, however, it was the people who made the event truly special.

Our goals were pretty simple:

  • Hold a fun networking event
  • Talk about key issues in our industry
  • Provide opportunities for learning and leadership
  • Open the door for successful women in growth to engage in mentoring others

Ultimately, the event was a huge success.

We received far more requests for tickets than we had space to accommodate. We had amazing sponsors and female leadership from Tapjoy, Adikteev and Motive step up and help Singular host the event. We had twice the number of people attend than we expected. And over a dozen additional requests to sponsor upcoming events.

Women networking at THRIVE

A BIG thank you to Carly Leviant and Kat Cooper from Singular as well as Katrina Bush from Tapjoy, Ariel Neidermeier from Motive, and Nai Saeturn from Adikteev for making this happen!

So now we’re thinking about where this grows and expands.

I’ve been fortunate enough to meet some remarkable women throughout my career and I have personally seen the things that we can accomplish together. We want to extend this to other women in our industry and make sure that we are growing and THRIVE-ing together. We intend to do more follow on events and initiatives and will likely start mostly in US cities, but hope to expand it to have a global presence down the road.


If you’re interesting in joining THRIVE, or being notified about the next THRIVE event, please let us know by filling out this form!

Singular adds former Gartner, Adobe, IBM, Kenshoo exec Vince Cortese as new Chief Revenue Officer

SAN FRANCISCO — May 7, 2019 — Marketing intelligence platform Singular is pleased to announce the hire of Vince Cortese as the company’s new Chief Revenue Officer.

Singular helps 50% of the top 100 apps on the iOS App Store and Google Play accelerate growth. Its marketing intelligence platform unifies marketing data, automates key components of marketers’ growth cycle, and provides intelligent insights for future opportunities.

Singular CRO Vince Cortese


Cortese comes from Kenshoo, the adtech platform that manages over $6 billion in annual ad spend. Prior to that he led sales at various levels in the marketing analytics industry at companies such as Adobe, IBM, Gartner, and Brandcast.

“Singular is scaling faster right now than any time in our history,” says Gadi Eliashiv, Singular CEO. “We’re excited to see Vince help us accelerate even more as we grow with global brands like Disney, LinkedIn, Wish, and AirBnB.”

Cortese will lead Singular’s global sales team, with offices in San Francisco, Tel Aviv, Seoul, London, Tokyo, and Bangalore. He’ll help expand the sales force domestically and internationally, and he’ll join a Singular leadership team that includes COO Susan Kuo, CTO Eran Friedman, and another recent addition, CFO Sam Wolff.

“I couldn’t be more excited to join Singular at this time as we are at the forefront of innovation in the marketing intelligence space,” says Cortese. “Singular not only has the best in class solution to help growth marketers meet their top line growth goals but our focus on customer centricity has been a major contributor to accelerating growth over the last few years. I am excited to be part of the team and help build out the company globally.”

“The timing couldn’t be better to bring on a world-class executive like Vince here at Singular,” said Scott Beechuk, Partner at Norwest Venture Partners and Singular board member. “Our customers understand that driving top line growth has become a data intelligence and automation problem. Vince has the experience building top-performing global sales organizations in the marketing data industry, and with our new mobile and web unified product line, Singular is uniquely positioned to lead this rapidly expanding market.”

About Singular 
Singular is a Marketing Intelligence Platform that transforms marketing data into accurate, granular and actionable insights to drive growth. By unifying marketing campaign data with attribution data, marketers can measure ROI from every touchpoint across multiple channels for a single source of truth. Singular currently tracks over $10 billion in digital marketing spend to revenue and lifetime value across industries including retail, finance, travel, gaming, entertainment, media, and on-demand services. Singular customers include companies like Lyft, Yelp, Airbnb, LinkedIn, Symantec, Zynga, Match, and Twitter. Singular is backed by Norwest Venture Partners, General Catalyst, Thomvest Ventures, Method Capital, Translink Capital, DCM and Telstra Ventures. Visit to learn more.

Why Singular Is The Only MMP Integrated To Twitter’s Ads API

Intelligent data that drives insights for growth requires three key ingredients:

  1. Accuracy
  2. Granularity
  3. Actionability

In order to obtain all three ingredients, you need to ensure the reliability of API integrations with each of your marketing platforms. This is where you find the Singular difference. Singular is the only measurement partner to have two separate API integrations with Twitter, along with over 1,000 additional marketing platforms, providing you the most comprehensive solution for ROI down to the creative level.

This is what we call “dual integration.”

WTH is the Dual Integration approach?

Before you can understand the importance of API integrations (and dual integrations) you first should understand the type of data you need to collect in order to have anything meaningful for your campaign optimization efforts. Simply put, there are two key data sets you need to collect from your marketing platform, whether that is from Twitter, Snapchat, Pinterest, Facebook, Google, Vungle, Unity, Amazon: you name it.

First, you need your campaign analytics data (aka pre-install data) to answer questions like:

  • “How much did I spend on this campaign?”
  • “How many impressions did that creative get?”
  • “How many clicks came from each publisher?”

Second, you need your attribution data (aka post-install data) to answer questions like:

  • “How many installs did that campaign generate?”
  • “What was the revenue on this creative asset?”
  • “How many people went to level two as a result of this keyword?”

Only by combining these two datasets can you really know your ROI by campaign, by creative, by keyword, and by individual ad. This gives you the power to optimize at the most granular as well as aggregate levels, providing your best opportunity to maximize profitability.

dual integration singular

Singular’s dual integration visualized

To do this manually, you would need to standardize the hierarchies (some sources offer only campaign and ad level, while others go right down to the keyword) and the taxonomies (names and terms differ) across every source, and then calculate your ROI by each dimension … every single time you need it.

Sounds like a pain in the @$$?

Good thing Singular has already done it for you!

This is the dual integration approach

Singular has spent years building API integrations for both sides of the puzzle across over 1,000 additional marketing platforms, and automatically combines this data to show you ROI at the most granular levels.

Unlike other analytics platforms who are only accountable for your “pre-install data” or other attribution providers who are only accountable for your “post-install data,” Singular is accountable for both. Which is why we are the only Twitter measurement partner to have integrations that collect BOTH datasets, just as we do for hundreds of other marketing platforms: so we can do dual integration for you, out of the box.

Inherent flaws with tracking links

You might be asking: So why can’t I just use tracking links to collect this data? My attribution provider uses tracking links and says they can do campaign ROI.

Great question! While the tracking link is the easiest way to collect the necessary macros for a given network, this method has some inherent flaws.

  1. It is not retroactive
    You are only receiving data at the time of the click, therefore if the numbers reconcile after the time of the click, this will not be reflected in your reporting.
  2. Not all networks support passing all macros
    For example, you might be able to receive campaign cost and clicks, but you may not get site ID or publisher ID.
  3. No creative assets!
    Singular is the only solution on the market to provide you the most complete reporting of your creative asset ROI across the most visual networks. However, creative assets and their performance can only be reported by an API integration.
  4. Data loss and discrepancy is HIGH
    In a recent study, we compared a number of customers who were using Singular along with a third-party attribution provider. In observing their “campaign data” collected via our API integration against the same data set collected via the tracking link by the third-party attribution provider, we saw a 31% discrepancy … with the numbers reported from our API integration matching identically to the number on the final bill.

Of course, we too sometimes rely on the tracking link for those marketing platforms that do not offer an API to collect campaign analytics. However, in the rare case that we cannot collect data via an API, we will also rely on alternate integration methods to ensure accuracy of the data.

For example, a daily email report, or a CSV file upload to an S3 bucket.

We understand every marketer is different, and how you look at your data may be completely different from your competitors. We are flexible and here to ensure the data you see in Singular matches your internal systems.

Heck, we even have a bi-directional API to push and pull data to your source of truth.

To learn more about Singular’s “Dual Integration Approach” and the Singular difference, contact us to request a demo today.

Already a Singular customer and looking to take advantage of our dual integration with Twitter? Check out the help center for details on how to configure your Twitter integration.

Singular’s updated user permissions functionality: granular control for enterprise users

If you’re spending tens or hundreds of millions of dollars advertising your app, brand, or services annually, you’re not doing it alone. You’re doing it with a team of people.

More than that, you have a team of people looking over your shoulder.

And why not? You might be spending hundreds of thousands of dollars a day. It’s kind of a big deal.

That’s why Singular has extremely granular user permissions that you can tune exactly how you need to give stakeholders precisely the access to your data that they need — and no more. Without this kind of capability, you simply lack the ability to properly manage your team.

User permissions: three kinds of users

You can define three kinds of users for your Singular account:

  1. Admin users:
    User has stunning godlike powers (possible slight overstatement)
  2. Standard users:
    User can do everything but add and manage users
  3. Restricted users:
    User can only do what you allow them to do

You’ll probably have a couple of admins, a bunch of standard users for the user acquisition managers and marketing managers on your team, and a number of restricted users.

Maybe BI needs a window into spend and ROI. Maybe the CFO wants to see what’s going on. Maybe the creative team wants to be able to track clickthrough and ROI per image, or per ad or group of ads. Or maybe an engineer needs to set up a new integration, or data routing to Amazon or an on-prem database.

All of that is possible.

Restricted users: three kinds of restrictions

new user permissionsFor restricted users, you’ll be able to limit capabilities and access in any of three ways:

  1. Metrics permissions
    User can only view the metrics you allow, even in saved reports or the dashboard
  2. Data permissions
    Users can only see the data you want them to, such as for a particular app or data source
  3. Feature permissions
    Users can only see the screens you want them to see

Now you can create users who can only see data from one or several apps, but not all your apps. Or you can create users who can only see data from search media sources, or data from only one ad partner.

Of course, it’s not always about restriction.

Sometimes it’s just about simplicity.

If there’s someone who needs access to just a small slice of data, offering the entire world of possibilities might be overwhelming. It might be counterproductive. In other words, simplifying what they see might be the best way to streamlining their workflow.

You’re enterprise. Your software should be too

If you’re growing fast and spending tens of millions on paid and organic growth, you’re enterprise. And your tools should be too. That’s why we have fine-grained, granular control over user permissions built into Singular.

Any questions?

Feel free to contact us or request a demo.

5 massive factors changing the future of games: social, platforms, technology, monetization, and app stores

What is the future of games?

One thing we know: it’s going to be lucrative. The top 25 public game companies generated over $100 billion in revenue last year, according to a recent story on VentureBeat featuring data from Newzoo.

The largest, Tencent, had almost $20 billion in estimated game revenue. Sony, Microsoft, Apple, and Google are on the list. Activision hauled in almost $7 billion, and names like France’s Ubisoft, Korea’s Netmarble, and Japan’s Square Enix all generated more than a billion in 2018 revenue.

To state the obvious, games are a big deal.

But what’s changing in gaming?

At Singular we recently had a chance to review our business with a major gaming client. To prepare for that, a number of us internally including Elizabeth Lauer-Lopez, Victor Savath, and Ligita Kneitaite spent some time consulting our crystal balls (and data) on the future of gaming in general, and mobile gaming.

Here are the results:

Future of games: Social at scale

We’re seeing more and more games with social experiences at scale. HQ Triviashowed us that a year ago in a non-traditional category. Fortnite, which has hit an astonishing total player count of over 250 million people, has hit almost 11 million concurrent players.

That’s social, and that’s scale.

Future of games

A few weeks ago I chatted with Unity’s chief marketing officer Clive Downie. Unity powers half of the games on the planet, and it’s building tech to scale to 50 million concurrent users. In a few years, that’s likely to be hundreds of millions, and eventually, it will be planet scale.

The massive benefit of social at scale?

See how N3TWORK, makers of Legendary: Game of Heroes uses Singular as its marketing stack.

When a game succeeds, it becomes a social phenomenon. That has huge new user acquisition benefits, thanks to incessant coverage in the media and in social media conversations, but it also has huge player retention benefits: friends who game together, stay together, you might say.

And they often stick to the same game, too.

Future of games: Connected platforms

In Ready Player One, Wade Watts (AKA Parzival) didn’t need to enter different apps to join other gunters in a racing game, or dance in a club, or chat with his huge robotic friend Aech in a first-person shooter. He just entered different experiences in the Oasis, a global VR universe.

future of games

We’re not going to see the Oasis anytime soon.

But we might see some components of it.

Think: why do you have different identities in every game, even games by the same publisher? Why can’t you have a shared wallet, maybe transferable XP between games, and shared friend groups? To go a little crazier and cross game publisher boundaries, why can’t you take your friends from Fortnite to PUBG?

For players, there’s huge potential rewards: faster on boarding, richer experiences, more fun in more environments, and a more social gaming session.

Check out how Jam City uses Singular to optimize performance of its creatives.

For publishers, there’s easier cross-promotion, faster player onboarding, and potentially longer engagement via more owned platforms, leading to increased brand connection and better monetization opportunities.

Of course, there are caveats.

Game publishers still need to enable super-fast on-demand experiences for the minute-to-kill, I’m just waiting-in-a-line-at-the-coffee-store moment. Anything that increases login and set-up time is a risk.

But if publishers can find a find a way to mitigate that, they have the opportunity to build connected universes inside mobile apps, and with coming smartglasses and 5G, the possibilities are incredible to imagine.

Future of games: Technology driving everything, everywhere, in real-time

We’re seeing that hit games are increasingly multi-platform: mobile, console, desktop, even web.

That might be native versions like Minecraft or Fortnite, or it might be via emulated technology like Bluestacks, which showed up in Singular’s recent ROI Index. And they might even migrate from console to mobile, like Call of Duty.

Increasingly, we’re seeing noise around streaming too.

future of gaming is not a box

Thanks to Google Stadia, streaming console-level games is now possible with sub 25-millisecond lag even for titles like Assassin’s Creed. (Note: here’s the required grain of salt.) Competitors are legion and massive: Microsoft xCloud, Nvidia GeForce Now, Valve Link Anywhere, PlayStation Now, plus a rumored Amazon product.

In other words: there’s a lot of money and big-company corporate cred jumping into streaming, so something very interesting is likely to happen here.

Read how Singular “was key” to helping DGN Games become the fastest growing social casino.

Possible downsides include that the costs of computation for games might now fall much more heavily on the game publisher, since instead of the lion’s share of computational cost falling on a distributed network of millions of devices (gamer’s own phones, consoles, computers), it all falls on a server farm.

And someone has to keep those lights on.

On the upside, gaming experts have told me there’s a higher monetization opportunity because there are now lower risks of trying a game, thanks to there being no large upfront cost. That leads to a larger userbase, potentially. And of course streaming is custom-made for a subscription model, which means a longer payback period.

(Frankly, an ad-supported model makes a ton of sense here too.)

Future of games: Monetization evolution

Game monetization is changing quickly.

A few years ago, it was all in-app purchases. In 2016, for instance, 94% of the revenue generated on the U.S. iOS App Store came from the top 1% of publishers who had paid apps or IAPs … and IAPs generated 20 times more revenue than paid apps.

future of games monetization

More recently, in-app advertising has moved into the leadership position in terms of mobile app monetization.

But subscriptions are just starting to grow as well. GameMine is having success with this model, offering access to its entire portfolio for one price. And some streaming games will likely be subscription-based.

eSports is also also offering new monetization opportunities.

It’ll cost you a cool $25 million to buy a franchise in the new Call of Duty professional league, and then you’ll be able to sell tickets, viewing, ads against viewing, sponsorships, broadcast rights, and maybe even new models of joining, helping, or learning from your on-screen heroes.

Future of games: Decreasing power of app stores

App stores like Apple’s and Google’s are tremendously important and will continue to be so. At the same time, however, we’re seeing ways in which their power is being reduced.

The first visible crack in the wall might have been Fortnite moving off Google Play for Android.

Since Fortnite is a global phenomenon on consoles, mobile (including iOS), and desktop, Epic Games could do what most game publishers couldn’t. Clearly, massive games with their own marketing momentum can save the 15-30% store cut of in-app purchases and subscription revenue by moving off-platform. Just as clearly, that’s much harder for new, unknown games.

Also, this works on Android, where you can side-load apps. Not so much on iOS.

In addition, new technology such as streaming, which we’ve already talked about, also reduces our overall dependence on app stores.

Learn how Singular helps Zynga efficiently get more accurate, granular data

If I can just stream a game to my mobile or desktop browser, I don’t need a native app from a platform landlord. That opens up all kinds of possibilities — and dangers — because Google and particularly Apple closely police what games and apps are allowed on their platforms.

It also means marketing a game just changed significantly.

There are also regulatory challenges to the way that app stores operate as bouncers at the app nightclub. Apple, for instance, is facing three separate antitrust actions in Europe from Spotify, Kaspersky, and The Netherlands.

Whether those cases have merit or not is an open question, but we have seen the EU take a leading role in limiting the power that larger U.S.-based multinationals have. And any judgements might impact how Apple polices its App Store and what third-party game publishers can produce, offer, and monetize.

Summing up

Games are an increasingly large part of our lives, thanks largely to mobile. But how we making, distributing, and monetizing them is changing.

Smart publishers will continue to find ways to out-grow the competition. And Singular will be there to help them … on mobile, on web, on IoT, on streaming media, or wherever the industry moves.

Talk to us today about a demo.

Why the most talented people in the world choose to work at Singular: Enterprise account exec Channing Berry

How do you scale a company that has the right product at the right time for the right problem? You hire the right people.

That’s easier said than done, which is why we have a stellar VP of People growing our team.

One of those “right people” is Channing Berry. A former LinkedIn, Sprint, Oracle, and Siebel sales leader, Channing has one of the more interesting stories of any recent Singular hire: being pitched by Serena Williams to join a different company … just before he made the call to say yes to Singular.

Channing Berry, Enterprise Account Executive at Singular


I interviewed Channing to learn a little more about him, why he chose Singular, and how he came to be pitched by probably the greatest player in women’s tennis history.

Koetsier: Who are you and what’s your background?

Berry: My name is Channing Berry and I am an Enterprise Account Executive at Singular. I grew up for the most part in Modesto, CA. I went to college at the University of Arkansas (after a short stint at the University of Wisconsin) where I was on a track scholarship where our teams won a couple of NCAA National Championships.

Koetsier: What’s your role, and what does it include?

Berry: I am an Enterprise Account Executive responsible for selling into the Enterprise marketplace.

Koetsier: You recently became one of Singular’s newest employees … and you apparently got pitched by someone famous to take a different offer.

Berry: Just to clarify, this person [Serena Williams] was on the board of one of the companies on my final list. She was definitely trying to get me to join their team. It was a great gesture by the company and her as she is someone I admire who is a great example for my daughters. I am paraphrasing, but she said she was proud of my accomplishments to date and she knows I have a tough choice but would love to have me a part of their team.

Koetsier: What are your passions, and how do they relate to your job?

Berry: My daughters, my family, sports, outdoors, connecting with people and working on living my best life.

Koetsier: What are the things that surprised you most about Singular in the first few weeks after joining?

Berry: Definitely, the outreach of support from all teams. They all made it clear they were open and willing to help at any time. This includes the founders, board members, Customer Support, Marketing, Sales Ops, and Sales Development. You get the point. I felt extremely welcomed and was able to establish connections quickly.

Koetsier: What’s the best part of your job?

Berry: I get to tackle the challenge of helping a growing start-up to provide an extremely valuable tool to marketers who tackle growth on a daily basis. The vision and future roadmap is extremely exciting

Koetsier: Anything you’d say to someone else getting an offer from Singular?

Berry: Yes, what they tell you during your interview process is true. They were very upfront with where they are where they want to go and where you fit in. If they are giving you an offer, it means they have carefully selected based on how you fit the culture of the company.

Koetsier: Finally, what do you think about the pets policy?

Berry: I love that pets are allowed in the building. I can get my dog fix since I don’t have one at home.

Koetsier: Thanks for your time!

How to scale user acquisition from $100 to $250,000/day

Have you ever scaled mobile user acquisition from $100/day to $250,000/day?

I’m guessing very, very, very few people can say yes to that question. Maybe fewer than 1,000 on the entire planet. So if you’re trying to grow — and grow aggressively — it makes a lot of sense to listen to someone who can answer with a yes.

Last week our CEO Gadi Eliashiv shared two articles by’s Dave Riggs in one of Singular’s Slack channels. In them, Riggs talks from personal experience about the tech marketers need when they start scaling user acquisition for hyper-growth.

The most important point?

World-class measurement: something that our very best clients (and the best marketers in the world) whole-heartedly agree with.

The key differentiator between okay UA, good UA, and great UA comes down to data and measurement. Invest in it. The very best UA teams have sophisticated technology setups that allow them to slice and dice any data by any segment imaginable.

– Dave Riggs

That starts with an MMP, Riggs says: a mobile measurement platform. But it extends far beyond just an MMP. To do a world-class job of scaling user acquisition, you need five critical components in your marketing technology stack, he says.

  1. Attribution (an MMP)
  2. A cost data solution (could be same as #1)
  3. A database/data warehouse
  4. A BI platform
  5. A real-time visualization tool

Obviously, Singular plays in both slot #1 and slot #2. And Riggs has some high praise for Singular:

If you want a provider that offers both cost and attribution tracking, I recommend Singular. There’s nothing better.

– Dave Riggs

That’s pretty exciting for us to see here at Singular. But even more exciting are the reasons Riggs provides:

  1. Extreme accuracy
  2. “Far more network integrations than competitors”
  3. All your tracking in one place
  4. No gaps in reporting

Those are great reasons. Even greater, however, is how scaling user acquisition successfully at such extremes feels when you have the right tools: safe.

Let me repeat that: safe.

This is extremely important. After all, you’ve gone from $100/day, or $36,500/year to an almost unimaginable $250,000/day. If you kept your foot on the gas pedal all year at that rate — unlikely unless you’re achieving the most rarified heights of mobile success — that’s an astounding $91.25 million/year.

Some of Singular’s clients spend twice that. And more.

Feeling safe at such extremes of spending is almost more important than words can convey. (And actually being safe is even more critical.) Mistakes at this kind of spend velocity run into the millions of dollars very quickly.

So how do you scale your user acquisition spend 2,500 times? With the right technology … including Singular.

And how does that make you feel?

Picture it.

An expanse of open road appears before you. You accelerate and feel yourself pulled deeper into the plush leather. Your heart beats faster. Meanwhile, you appreciate the sweet complexity and design that holds you in perfect equilibrium, while the world around you flies past at breakneck speed. Thanks to world-class engineering, you know you’re perfectly safe, even as you accelerate. You’re blaring your horn and laughing like Cruella DeVil, as you ride up on the shoulder, leaving all the basic and intermediate fools in your dust.

– Dave Riggs

If you need that feeling today, let’s talk. Contact us, or request a demo. You deserve to feel safe. And if you need more info, here are the links to Dave’s articlesagain.

Growth marketing leaders: Why you need to be at UNIFY 2019 this June in Napa

What if you could go to a conference and actually learn something new? Wouldn’t that be different?

You’re a growth marketing pro. You run user acquisition, or growth marketing, or monetization. You spend millions monthly on paid customer/user acquisition with positive ROI, growing apps, businesses, brands, and revenue. Most conferences you go to, you either are on stage … or you should be.

Because you know more than most of the talking heads who get all the airtime.

That’s why UNIFY 2019 is the perfect event for you.

Because we don’t invite talking heads. We don’t invite big names with big logos who don’t really know what they’re talking about … although there are experts with big names and big logos speaking! And we don’t invite speakers who don’t live, eat, breathe, sleep, and dream growth marketing. We hunt experts for the UNIFY stage … professionals who actually accomplish what they’re talking about at an extremely high level.

And their knowledge combines with your knowledge to produce unique insights that will help you continue to drive growth.

But don’t take it from me. Here’s what growth pros from Playstudios, Yelp, Jam City, Nexon, Digital Turbine, Kongregate, N3twork, and Small Giant Games had to say.

UNIFY hosts Gadi Eliashiv and Susan Kuo

Other conferences are “repetitive.” UNIFY deals with “more complex issues” and “bigger business problems.” UNIFY is “intimate” and “removes the barriers,” enabling deep connections with “top notch UA talent.” Attendees are a “great combination of marketers” where “people are sharing information.”

It’s not just high-level nice-to-know information, UNIFY is “more tactical” and more “in the weeds” where speakers go deep into “how we’re seeing success.” People have “open and frank conversations about what is working,” and are “incredibly helpful.”

Add it all up, and where other conferences are “stuffy” and “repetitive,” UNIFY is “a breath of fresh air.”

What if you could go to a conference where you, as a growth marketing pro, could actually hear, learn from, and share with other people who experience the same challenges, problems, and opportunities you do? Like granularity. Like cross-channel and cross-platform marketing. Like the modern data explosion. Like aligning your execs, BI, finance, tech, and creative teams with marketing. Like mobile ad fraud.

That’s UNIFY. Those are all previous sessions from last year’s UNIFY that dug deep into real problems and highlighted real solutions. This year, we’re going to do more of the same … but even better.

For all the details, check the UNIFY site. You’ll find who’s speaking, where it is (hint: Napa), the dates (June 4), and how to get invited.

We’d love to learn with you. Join us!

Need a retention boost? Singular now supports Google App campaigns for engagement

Today, Google officially announced its latest solution for mobile app performance marketers with the release of App campaigns for engagement. Combined with Singular’s support of this new campaign type, marketers have all the insights they need to maximize revenue and the lifetime value of every single user.

In November of 2017 Google introduced its AI-powered solution for optimizing mobile app campaigns which provides huge improvements to conversion rates. However, the question remained: “now what to do with all those new users?”


Google App campaigns for re-engagement runs on the same powerful AI to help marketers re-engage with their customers and encourage them to take specific, in-app actions. The goal of App campaigns for engagement is to improve customer retention and long term revenue by increasing active users, generating sales, and reducing churn.

Have a group of high-value customers that you want to keep happy? Engage them with a customer loyalty offers. What happened to all those users who added something to their cart but never purchased? Target them with a discount to complete their order. What about all the users who you know downloaded your app but never opened? Message them with an incentive to check out “what’s inside”.

Getting started with Google App campaigns for engagement is simple.

Singular makes it easy to set up conversion tracking, create deep-links into the relevant points in your app, and measure the performance of every event from the first time a user engages with your campaign, to the last time they engaged with your app. Get more details from your Singular Help Center.

If you are as excited about Google App campaigns for engagement as we are, reach out to your Google account manager to apply to for the whitelist.

Still, have questions? Reach out to your Singular Customer Success Manager or email us at for more information.

Why the most talented people in the world choose to work at Singular: Singular VP of People Viviana Notcovich

How do you grow a team quickly while keeping the values that made your company what it is … and keeping the level of talent and character high? This is a massive and ongoing challenge for fast-growing venture-backed companies like Singular.

One of the ways we’ve addressed it?

Hiring a VP of People.

Viviana Notcovich, VP of People at Singular


Viviana Notcovich has led growth and human resources teams at Wix, Careers 360, and Elbit Systems, and has a varied international background: perfect for a company like Singular with operations in six countries (and growing).

I interviewed her to learn why people choose to work at Singular:

Koetsier: Tell me a little about your background.

Notcovich: My multicultural background has shaped me. I was born in Argentina, developed my career in Israel, and I’m now thriving in the Bay area. I had vast experience in developing human resource business plans in the corporate big enterprise and pre to post-IPO transformation.

I’m super-happy to build the journey at Singular today.

Koetsier: You’re the VP of People at Singular. It’s an unusual title … how and why did you select it?

Notcovich: I see the people-leading role as focused on developing a scalable, healthy, talent-based organization focusing on developing skills and enhancing engagement through best management practices. The most traditional HR functions including recruitment, benefits, training and development, and other operational roles are musts to have an organization running, but are not sufficient to keep talent in a competitive market.

Focusing on people rather than HR operations adds a more strategic layer to the role and brings true added value to the business.

Koetsier: One of the first things you did in your new role at Singular is talk to almost everyone in the company. What are some of the key things you learned?

Notcovich: First of all, I had a lot of fun interacting with everybody, and this is the basis of what we do. I have a long history of people management in the tech industry but I was amazed to learn about the level of engagement our people have.

This is a huge differentiator for our team: people are here “to build a good company.” They say things like “this is mine,” “we will win”, and “we have the best product in the market, period!” These are the most common answers in our offices around the world.

Koetsier: You also did a survey of everyone, asking them a number of questions. One of them was: why do you work at Singular? Can you share some of those answers?

Notcovich: Everyone has a mix of reasons.

When it comes to the most important one, almost 40% of our people are here primarily due to the friendships, teams, and community they’ve built. Another 34% are here mostly because they believe in the product and the story that we’re building. 20% see room for a lot of professional development here, and 6% are here primarily because of our CEO, Gadi Eliashiv!

Koetsier: Does that differ from other companies you’ve worked for? If so, how?

Notcovich: First of all we have the most talented engineering team in the world, with full-stack engineers (some of them coming from the 8200 intelligence unit of the Israeli Army), with extremely low turnover rates.

But this is not only that, this company was founded by friends, and this sticks very hard in our DNA. Every startup in the valley will have a ping pong table with graffiti saying “work hard, play hard” on the board. At Singular this level of commitment and camaraderie is taken to a different level. The velocity of the work and the impact we all have on setting our collective future connects us, developing a deep level of trust in each other.

This is the core of a truly functional team: everyone is respected and empowered to move forward and make us win!

Koetsier: You work with teams in the U.S., London, Tel Aviv, Seoul, India, and Japan. What are some of the similarities across those teams, and what are some of the differences?

Notcovich: We are a very lean company spread out in five different offices, speaking four different languages, in six different time zones, with hundreds of different upbringings. Still, we have a lot in common. Throughout a very selective recruitment process (4% acceptance rate, lower than Harvard!), we built a team across the globe that has a strong feeling of accountability and is dependable and resourceful — even at a series B level with tons of infrastructure to build!

We believe that building deep connections can achieve greatness — between people, teams, and cultures. That’s why we love working closely together across the globe, over-communicate, trust each other and care more about success than credit.

Koetsier: Why do you work at Singular?

Notcovich: I chose Singular because I trusted that we have a good business opportunity and because I wanted to work with Gadi. There are lots of bright CEOs in San Francisco, but Gadi is not only a smart product visionary but a super personable and humble leader.

I work at Singular today because I got addicted to the mission, the crazy high pace … the ability to enable impactful change. And most importantly, I love the team!

Koetsier: Thank you for your time!